The day gaming fought against skin cancer…
Ecuador is located in a region highly exposed to ultraviolet radiation, increasing Melanoma Skin Cancer rates among its citizens.
The sun has become the ultimate villain to fight from this new reality, so we decided to bring the danger of sun exposure to the world of game streaming. To achieve this, we adjusted the brightness settings of the most popular video games to an excruciating maximum; a simple action that transformed streaming into annoying and lethal sessions.
On World Melanoma Day, we joined forces with BroooTv (the largest gaming channel in the country) to bring the dangers of excessive light to streaming sessions and raise awareness about skin cancer among their fans.
During the live event, we reached more than 50 thousand people in different countries. Streamers answered hundreds of comments and questions about skin cancer in real-time, along with prevention guidelines, starting a conversation within a community that thought itself to be invincible.
Digital advertisement created by Agencia Laika, Ecuador for The Municipality of Guayaquil, within the category: Public Interest, NGO.
Ceo: Adrián Burgos
Creative Director: Eduardo Chiriboga
Account Supervisor: Ericka Burgos
Account Manager: Janina Almeida
Art Director: Santiago Rentería
Copywriter: Carlos Cruz
Content Creator: Mariel García
Graphic Designer: Deniss Chang
Video Animation: Alexis Guanín
Audio Producer: Magic Estudio